The Role of Networking in Expatriate Female Entrepreneurial Activities

An MBA research synopsis which the author, Susanna Reay, has kindly agreed to share with Paguro. "The Role of Networking in Expatriate Female Entrepreneurial Activities" research was completed for the final part of achieving an MBA with Brunel University, UK. We are sure many of you will find this topic extremely interesting and for many it will be enlightening too.

The research aim was to evaluate the role of networking in expatriate
female entrepreneurial (EFE) activities within Central Europe. The study
reviewed existing research in the field, then analysed data using a mixed
method approach from a quantitative survey and qualitative focus groups
which explored:

1) EFE personal situation and business motivation;

2) business portability; network members and the support they give;

3) networking methods; and the extent networking contributes to marketing
within the expatriate female entrepreneurs business.

This research was unique in its field, and highlighted the emergence of a
new breed of entrepreneur: the expatriate female entrepreneur, specifically
looking at the role networking plays in her entrepreneurial activities. The
study addressed the issue of who the EFE is, what her business does, her
motivation to network, and the drivers behind business creation whilst
living as an expatriate.

The EFE is a unique type of entrepreneur; she is an idealistic
sustainer, wanting to fulfil her business dream whilst maintaining a
healthy work/life balance. This is made possible by being an astute business
woman, with a clear vision and a business plan that is portable for possible
future life-changes. She is generally aged between 31 and 50, multi-lingual,
confidant, highly motivated, and a conscious and proactive networker,
building her networks strategically from an early stage in business
development. Although a significant proportion of EFEs have an expatriate
partner, and may be regarded as trailing spouses, their motivations
for business start-up indicate they are natural entrepreneurs and not
entrepreneurs out of necessity (as proposed by previous researchers in the
field).

The EFE’s sociability is core to her success and motivation in
networking, along with a willingness to adapt and change with different
locations. She builds a strong, supportive network of close family and peers
to provide inspiration, motivation, emotional support, and tangible or
informational resources when required. The EFE affiliates herself with
several formal networks to help establish herself into the community as a
serious business person. She does not shy away from male-dominated network
groups, but prefers the support and solidarity given through a professional
women’s network. Her strength lies in spotting niche markets that need to be
met with an international yet personal touch to the business offering; this
is her Unique Selling Point (USP). This personal touch is the basis of her
business marketing, which relies on building up trust and respect amongst
clients, fellow entrepreneurs and other network members to develop a strong
recommendation and referral system.

The key factors highlighted by EFEs that affect the success of an EFE
business start up are linguistic ability, having access to customers or new
markets, and to utilise fully the local professional groups and support
networks that are available. An EFE must utilise her networks to sell her
products or services through personal promotion to generate positive
referrals and recommendations. If the EFE focuses her networking efforts in
these areas, she should create and maintain a successful business
venture.

Future guidance that an EFE can take away from this study is for her to
utilise fully the advances in technology which make it easier to set up a
successful business, in any country and any language. She should draw
strength, and inspiration, from the increasing number of EFEs in existence
who help and support each other to succeed in the expatriate business
environment.